Drake’s relationship with his hometown Toronto Raptors has grown over the years. From simply being an avid fan appearing courtside to having his brand “October’s Very Own” design on-court jerseys and collections.
For the Spring 2019 drop of the Raptors x OVO collection we knew that there would be demand. The challenge was being able to properly triage the overwhelming demand, especially since the collection would only be available in store.
CHALLENGE
We wanted to create an ultra premium retail experience with a limited footprint and setup time. And we needed to convert demand to other Raptors collections once the collection is sold out.
SOLUTION
We created a blend of the Raptors and OVO retail experience by design and reformatting the store in partnership with the OVO team. We had a photo shoot with 2018/2019 NBA Most Improved Player Pascal Siakam to create premium imagery for select pieces. We shot the rest of the collection in guerilla fashion with models to promote on our digital channels.
We leveraged our CRM and social platforms to set expectations for the lineups, capacity limits and purchase limits. We capture data for those interested in the collection to be retargeted for future drops.
RESULTS
We broke the Scotiabank Arena retail sales record by selling $1.2 million in product in six hours.